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End of road for CharlotteStreet

Makeover for Women's portal

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Associated New Media is binning CharlotteStreet, the brand name for its women's portal, in favour of a new identity as femail.co.uk. The relaunch is supposed to take place in a couple of months time.

At last the company, part of the Associated Newspapers Group, has had the sense to leverage off Femail, a popular section in the Daily Mail, a mid-market tabloid which boasts the highest proportion of female readers of any British newspaper.

And good riddance to CharlotteStreet - it was always a crap name, anyway. But we wonder how much of the Web site's funds - at launch day in October 1999, it was backed with funds to the tune of $14.4 million - went on marketing that entirely disposable name. ®

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